隨著科技的進步，以及現代化社會面臨少子化問題導致的人力資源短缺，傳統便利商店為了節省營業成本及縮編人力資源，逐漸發展出智慧商店，以人工智慧、大數據分析、物聯網技術為基礎發展了多項科技應用，取代傳統店員的工作，釋放人力去做更有價值的事情。以企業面來看，此舉可以提升工作流程的效率，以消費者角度來看，此舉可以加快交易進行的速度，縮短消費者實際的等候時間，享受更快更便捷的服務，重點是能夠提升消費者在店內的體驗。
本研究目的在於探討認知賦權對於智慧商店初次使用意圖的影響。在自助化服務結合新興科技的趨勢下，是否真的能夠促使消費者進入智慧商店內購物。並探討過去在品牌內的購買經驗，是否會影響消費者的認知賦權以及使用意圖？而認知賦權結合娛樂體驗是否能夠進一步影響消費者對於賦權組織的信任並提升其使用意圖？最後是複雜的任務是否會干擾娛樂體驗及感知賦權的程度？本研究共回收429份有效問卷，結果驗證了認知賦權的發生。期望能夠透過此研究提供智慧商店未來發展上的建議。

Along with the progress of science and technology, as well as the modern society have problems lead to the shortage of human resources, traditional convenience store in order to save operating costs and shrinking human resources, gradually developing smart store, with artificial intelligence, data analysis, the Internet of things technology developed on the basis of a number of technology application, replace traditional shop assistant work, release the manpower to do more valuable things. From the perspective of the enterprise, this can improve the efficiency of the work process. From the perspective of the consumer, this can speed up the transaction, shorten the actual waiting time of the consumer, enjoying faster and more convenient service, and the focus is to improve the customer experience in the store.
The purpose of this study is to explore the influence of cognitive empowerment on the first use intention of smart store. Whether the combination of self-service and emerging technology can really drive consumers into smart stores. And to explore whether the past purchase experience in the brand will affect consumers' cognitive empowerment and use intention. Can cognitive empowerment combined with entertainment experience further influence consumers' trust in empowerment organizations and enhance their use intentions? And finally, does the complexity of the task interfere with the entertainment experience and the degree of perceived empowerment? A total of 429 valid questionnaires were collected in this study, and the results verified the occurrence of cognitive empowerment. Through this research, we hope to provide suggestions for the future development of smart store.

論文審定書 i
致謝 ii
摘要 iii
Abstract iv
目錄 v
圖次 vii
表次 viii
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 3
第三節 研究目的 4
第四節 研究方法與流程 5
第二章 文獻探討 6
第一節 認知賦權 6
第二節 智慧商店 8
第三章 研究方法 11
第一節 研究架構 11
第二節 研究假說 12
第三節 操作型定義 18
第四節 研究設計 19
一、 研究對象 19
二、 問卷設計 19
第四章 資料分析 24
第一節 樣本基本資料分析 24
第二節 衡量模型 26
一、 信度分析(Reliability) 27
二、 收斂效度分析(Convergent Validity) 28
三、 區別效度分析(Discriminant Validity) 30
四、 共線性分析(Multicollinearity) 32
五、 共同方法偏誤(Common Method Bias) 33
第三節 模型及假說驗證 38
第五章 結論與建議 41
第一節 研究結果與建議 41
一、 過往經驗對於智慧商店之影響 41
二、 認知賦權與娛樂體驗對於初次使用意圖之影響 42
三、 中介變數對於初次使用意圖之影響 42
第二節 理論及實務意涵 43
一、 理論面 43
二、 實務面 44
第三節 研究限制 45
第四節 未來研究方向 46
一、 完善基本資料蒐集 46
二、 深入切割構面 46
三、 與時俱進 46
參考文獻 47
附錄：本研究正式問卷 57

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